General Motors says it plans to avoid opportunistic pricing for its upcoming electric cars so they are affordable by more drivers.
reports that Reuss told investors the company does not want to turn off prospective buyers by pricing its EVs too high. While research shows that consumers are willing to pay a premium for EVs — at least for now — GM will target prices that are similar to the conventional vehicles it sells.
“We weren’t going to make the mistake that others have, where we’re going to go and have to change prices on somebody who’s already ordered a vehicle. We’d rather take the risk that the orders dry up or customers suddenly run away from EV transformation rather than put ourselves in a position where we’re exposing the customer to our incapability to manage the production costs of the business,” Jacobson said.
“With a competitor owning the platform, it’s important for us to ensure our advertising strategies and data can be safely managed,” GM said via email, adding the company sees Twitter as “just one of many channels available” to share information and will “choose the channels and platforms that can be most effective at any point in time.”
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